Two Way TV has unveiled a three-way deal with Pearson, Flextech and
Channel 4 to turn a number of the channels’ flagship gameshows into
interactive programmes for its digital viewers.
The interactive quizzes will allow viewers to play fully synchronised
games in real time with the option of playing for prizes.
Family Fortunes, 100 per cent, Strike it Lucky and Whittle, which are
broadcast on Challenge TV, Flextech’s dedicated games channel, will only
be available in the interactive format to digital cable viewers. Fifteen
to One will be available on digital cable via Channel 4.
Viewers can access the interactive versions of the gameshows by clicking
on an icon. This enables them to play against members of their family,
the studio contestants or other viewers in the UK.
A league table showing the top players will be displayed at the end of
Customers also have the option of playing for money, which will be
charged to their subscription account.
Two Way TV’s head of international rights Anthony Rob-John said the
deals were attractive for TV stations and advertisers. Trial results
show that the interactive service increases programme ratings by 30 per
cent during peaktime viewing. All advertising revenue will go directly
to the media owners.
Rob-John negotiated the deal with Jonathan Webb, brand development
manager at Flextech, and Channel 4’s brand development unit.
Two Way TV launched a 24-hour interactive games channel at the beginning
of March and plans to introduce advertising on the channel once it can
claim a sizeable audience.
The interactive games service is now available in Cable & Wireless
digital homes and is set to roll out on Telewest in June. The company
also confirmed that it is involved in negotiations regarding running the
service on NTL.